The Brand Gap Book Summary - The Brand Gap Book explained in key points
Listen to the Intro

The Brand Gap summary

Marty Neumeier

How to Bridge the Distance Between Business Strategy and Design

4.4 (83 ratings)
15 mins
Table of Contents

    The Brand Gap
    Summary of 6 key ideas

    Audio & text in the Blinkist app
    Key idea 1 of 6

    Become a charismatic brand by closing the “brand gap” between strategy and creativity.

    Believe it or not, the Coca-Cola brand is worth $70 billion – a figure that represents 60 percent of the company’s total value!

    And Coca-Cola isn’t alone. Today, the measure of any company’s value lies in the strength of its brand.

    So how do you go about building a strong brand? Start by closing the brand gap, or the gap between strategy and creativity.

    Here’s how the brand gap works in many companies. Left-brained strategy people work together, perhaps in the marketing department. These employees tend to be analytical, verbal and logical.

    Meanwhile, the design department is exclusively populated by right-brained creatives. These employees are more intuitive, with strong spatial and visual skills.

    And whenever tension happens between these two polarized groups, you end up with a brand gap.

    Perhaps you’ve experienced this in your own workplace. Have you ever developed a highly sophisticated strategy that, upon execution, just doesn’t connect with customers? That’s likely due to the brand gap.

    Ultimately, this phenomenon poses a major problem, because without a unified brand, your company simply won’t be able to compete in the marketplace.

    Look at it this way: Companies with a brand gap can’t communicate who they are, so they don’t build a strong relationship to customers. And since customers don’t know what to expect, they won’t consistently buy the company’s products.

    But in the case of charismatic brands, there’s little so-called psychic distance between customers and companies. In other words, customers have a solid relationship with a company and know what to expect from its products.

    For example, companies like Coca-Cola, Apple and Nike have achieved this by establishing brands that communicate ideas of joy, beauty and style – all things people want for themselves. The goal of any brand is to develop this kind of aspirational, appealing identity and to communicate it consistently.

    Each and every charismatic brand today has mastered the five disciplines of branding, which you’ll learn about in the upcoming blinks.

    Want to see all full key ideas from The Brand Gap?

    Key ideas in The Brand Gap

    More knowledge in less time
    Read or listen
    Read or listen
    Get the key ideas from nonfiction bestsellers in minutes, not hours.
    Find your next read
    Find your next read
    Get book lists curated by experts and personalized recommendations.
    Shortcasts New
    We’ve teamed up with podcast creators to bring you key insights from podcasts.

    What is The Brand Gap about?

    In The Brand Gap, you’ll get the inside scoop on how a strong brand can give your company a competitive edge. When you learn how to implement the five branding disciplines outlined in this book, you’ll understand that in closing the gap between strategy and creativity, you’ll be able to build an irresistible brand that will make customers take notice.

    Best quote from The Brand Gap

    A brand is a persons gut feeling about a product, service or company.

    —Marty Neumeier
    example alt text

    Who should read The Brand Gap?

    • Anyone looking to create a competitive brand that customers will notice
    • Anyone interested in developing a successful marketing strategy
    • Anyone who works in a company’s strategic or creative department

    About the Author

    Marty Neumeier is a branding expert who has worked with Apple, Netscape, Eastman Kodak and other iconic companies.

    Categories with The Brand Gap

    Books like The Brand Gap

    People ❤️ Blinkist
    Sven O.

    It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

    Thi Viet Quynh N.

    Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

    Jonathan A.

    Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

    Renee D.

    Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

    People also liked

    Start growing with Blinkist now
    28 Million
    Downloads on all platforms
    4.7 Stars
    Average ratings on iOS and Google Play
    Of Blinkist members create a better reading habit*
    *Based on survey data from Blinkist customers
    Powerful ideas from top nonfiction

    Try Blinkist to get the key ideas from 7,000+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.

    Start your free trial